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Elena Novati

UX researcher


Luisa Miolano


Tommaso Ottaviani

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Elena Novati

UX researcher

Never trust someone who gives you a book without any inscription.

Elena Novati has a degree in the psychology of social and organizational processes, and economic behavior. She is specialized in the management of service design and open innovation projects. An expert in user research and analysis of consumer behaviors, she has carried out co-design and participatory processes for company innovation in diverse sectors. She worked on a variety of user research and innovation projects in Germany, Greece, Italy, Scandinavia and UK transforming insights to innovation. Her past roles include three years at Attoma Milano, a service design agency, where she has been working on several fintech projects, particularly on the development of a new digital bank in Italy, taking part in the research and identification of its target users, co-design bootcamps, app siloing/information architecture and usability testing sessions. She also coordinated the Hacking Health project, an international project to transform the healthcare ecosystem. The project employed qualitative interviews using ethnographic research and observations, workshops, events, and laboratories typical of design thinking methods.

Never trust someone who gives you a book without any inscription.

Do you collect anything?

Yes, I am absolutely obsessed with the Smurfs (currently 257 characters in my collection) and wine bottles (Barbera above all).

Describe your favorite color to someone who’s blind.

Emerald green smells like fresh lime. When you feel happy, at ease, free and confident, then it means you feel like emerald-green.

What’s your superpower?

A mix of healthy cynicism and irony.